The dust has settled from HubSpot's biggest event of the year, and the verdict is in from those who know the platform best. We reached out to our network of HubSpot CRM specialists, consultants, and power users to get their expert take on the most impactful updates of the year.

So far, 18 experienced professionals have shared their insights on the new features they believe will impact businesses using HubSpot. From AI-powered automation breakthroughs to game-changing CRM enhancements, here's what the experts are most excited about.

AI & Breeze features

Marketing Hub's new Marketing Studio gives campaigns an AI starting point.
Tracy Siri, Owner, Tracespective & Concierge Wealth Management

I was lucky enough to be part of the original beta for Marketing Studio & some of its amazingness stems from the ability to have a base idea & start with AI. Then to also have an actionable visual representation of all required content for the campaign on the canvas view – including the ability to share notes & collaborate from this screen.
One click then & you've got the Kanban for where those pieces are in the process (though I'd love some customization here). And if you include dates, again one click, still in the same window, you have a view of the calendar for the campaign. And lastly, the table view for easy sorting or search.
One window/tab. Not 4 tabs open, 4 places to update, 4 places to get a full picture of your campaign. One place, AI assisted, team collaboration.

To learn more about the new Marketing Studio (beta), including the new AI-powered campaign tools, go here: Create campaigns using Marketing Studio

Build and deploy agents in minutes inside Breeze Studio.
Alfonso Ottone, HubSpot Consultant & Solutions Architect

Breeze Studio now makes it easier than ever to customise and deploy off-the-shelf agents for your business. Whether you're enhancing an existing agent or building something entirely your own, you can customise how agents behave, what they know, and which tools they use, all without writing code.

Here's the step-by-step process on how you can set it up on your portal:

1. In the main navigation bar, navigate to Breeze. Click Breeze Studio. See all installed agents by clicking on the "Agents" tab.

2. Install new agents by clicking "browse marketplace" in the top right corner.

3. Run your agents for the editors by selecting an agent in the "Agents" tab or clicking the menu in the top right and selecting "view".

4. Customise your agents by selecting the menu in the top right and selecting "edit".

Custom assistants in-platform are finally becoming real.
Lars Ørhøj Lauridsen, Director, Helion B2B

The entire concept of AI-in-the-platform is starting to show promise with its features and robustness. In particular, I am excited by the new Custom AI Assistants. You can now create your own AI assistants, so you no longer have to use the built-in/default Breeze version of an assistant.

That means you can connect that assistant to your own material, beyond the HubSpot portal, and give it its own tone and expertise.

And that is actually very, very powerful in an organisation with different employee groups that could utilise this.

Breeze Studio + agents open the door to tailored assistants.
Lucy Abal, CRM Consultant @ Growth London and COO @ Andimol

I am very interested in the new Breeze studio and the new AI agent options available. It is an excellent opportunity to help customers scale by implementing AI in their internal processes to achieve greater reach and better results. I am also excited about the possibility of creating our own agents in the near future. This opens up endless possibilities for what we can do and achieve with the information available in the CRM and leverage all business information at the right time.

As you can see above, Alfonso, Lars and Lucy all selected the new Custom AI Assistants feature as their top choice.

If you want to explore further, you can access the new AI assistants from within Breeze Studio (accessible via the Breeze menu on the left-hand side of your portal)

You can download pre-built assistants in Breeze Studio to customise pre-built assistants, or you can create custom assistants from scratch. 

To learn more about HubSpot's new AI-powered Breeze Assistants, including how to set up your own custom assistant, go here: Use assistants and agents in Breeze Studio

Data enrichment is back, and better than before.
Jonathan Price, CRM Consultant, Growth London

I am very pleased with the direction that HubSpot is taking in terms of helping customers enrich their data and reversing the decision to remove basic free enrichment. HubSpot understandably took that step at the time so that they could monetise their Clearbit acquisition, but in our experience, not many clients went for Breeze Credits when they were first launched for this purpose. But following Inbound 2025, not only is free enrichment back, but it is better than before, providing basic enrichment on contacts and companies. A great move by HubSpot. This is easy to implement. Look for the Data Enrichment tab in settings and turn it on.

But even more exciting than the return of free enrichment is the introduction of “Smart Properties”. These enable you to create an AI-powered property that answers a specific question. Yes, this will require HubSpot credits, but the ability to develop data enrichment points specific to your business and run them natively in your CRM without complex integrations or external solutions is a game-changer. At Growth London, we’ve been providing this kind of custom AI-powered enrichment for a while using Clay. It’s great to see this being introduced directly in the CRM.

Additional context: You can create smart properties, which are custom company or contact properties that you can enrich using Breeze. This means enriching a smart property is separate from contact and company enrichment. With smart properties, you can focus on the data that is relevant to your business. You can select the data source to be either public information on the internet about the company or data from an existing company or contact property. The public information is pulled using the record's company domain name property value.

To learn more about HubSpot's data enrichment, see the following:

Enrich your contact and company data
Create and use smart properties

Note: whilst basic contact and company enrichment is currently free, AI-powered smart properties will require HubSpot Credits. I've written an in-depth overview of HubSpot Credits if you want to learn more.

Let an AI Data Agent do the prospect research inside your CRM.
Klemen Hrovat, Co-founder, Sellestial

Data Agents are AI-powered agents researching and answering your custom questions by analysing your CRM. This enables you to search through and analyse unstructured data that was challenging to understand.

Additional context: Breeze data agent does data work for you‌ - researching and answering custom questions about your customers using your CRM, calls, emails, documents, and the web.

Use data agent to answer questions, transform data, and enhance workflows. With data agent, you can use:

• Smart Properties: custom properties populated with specific, AI-driven answers for data insights specific your business.
• Smart Actions: set up workflows and incorporate custom actions for Data Agent
• Smart Columns: use AI to research and analyse your data to add dataset columns in Data Studio.

To learn more about HubSpot's Data Agent see here: Use data agent

Specialised agents will speed up ABM execution.
Tobias Pasma, HubSpot Solution Architect, Zooma

ABM Landing Page Agent is the latest new agent by HubSpot that I have been testing, while it is not 100% perfect every time I am very impressed by what this agent can do. The next step for me is to explore and see if I can configure HubSpot in such a way that my Prospecting Agent includes the link to the landing page created by the ABM Landing Page Agent in its outreach. Perhaps this is not something that the Prospecting Agent will be able to do out of the box, but a custom Agent might be able to solve it. Some experimentation from my end is still needed. However, the fact that I can have an agent create near-perfect landing pages specific to the companies I am targeting, in bulk, made it very tangible to me what HubSpot means by the Tailor step in their Loop Marketing approach.

To learn more about HubSpot's new ABM Landing Page Agent see here: Use the ABM landing page agent

NOTE - at the time of compiling this blog, I was not able to find the ABM Landing Page Agent in Breeze Marketplace - and so it may be possible that this functionality has been reverted to private beta and may not yet be publicly available. However, based on Tobias' comments above, when/if available, this could be an amazing new feature to add to your ABM toolkit.

The rebranded HubSpot Assistant will boost everyday adoption.
Tony Dowling, Director, Convrg Agency

The rebranded Assistant will single-handedly 'fix' adoption for HubSpot – a subject I am extremely passionate about.

Additional context: Tony's concise submission refers to Breeze Assistant, a conversational virtual assistant that directly supports your sales, marketing, and service teams within the CRM.

Think of it as ChatGPT or Google Gemini, but built directly in HubSpot with access to all of your CRM data for improved context and relevance.

Breeze Assistant can help you prospect companies, prepare for meetings, generate content, and perform other tasks all directly in HubSpot.

To give Breeze Assistant a whirl, look for the new Assistant button with the AI icon in the top right-hand corner of your portal:

Data & Reporting features

You can finally report on individual form submissions.
Karsten Köhler HubSpot Freelancer | Super Admin | RevOps & CRM Consultant

For the first time ever, we're now able to report on individual submissions. Previously, this required either a custom object, manual exports, or third-party integrations – but now, finally, it is an easily accessible data source in the custom report builder. No more guessing as to how many submissions of a form type occurred during a certain date range. And the best part: the data source includes the actual submitted form field values – not the current value of a field, but the value it had at the moment of a submission.

This feature, which is currently in Beta, allows you to report on forms using the custom report builder to measure form performance, track form submissions, and report on form conversion rates. If you're a Super Admin, learn how to opt your account into the beta.

Data Studio is the control tower for revenue data.
Ryan Gunn, Founder, Attribution Academy / Hubsessed 

Data Studio is part Reverse ERP, part Diet Clay, letting you pull in data from various sources and enrich and transform the data to accomplish a variety of tasks. I think this will be most beneficial to the GTM Engineering crowd and growth hackers who are trying to bring more of their experimentation inside of HubSpot, rather than relying on disconnected point solutions.

Sync external data for analysis without importing it.
Martin Angeletti, Technical CRM Consultant, Growth London and Owner, Andimol

I love how Data Studio now lets you connect to external sources and create smart data sets that combine HubSpot data with other data, without needing to import it into HubSpot. This for example means your business intelligence software can get accurate lead scoring and sync that info to HubSpot for every contact. You don’t need to use external makeshift solutions with tools like Make or Zapier anymore. This new feature will help us come up with better data models that reflect how customers use the CRM and run their businesses, opening up possibilities that weren’t available before.

Ryan and Martin, both super-experienced technical CRM specialists, have selected the new Data Studio as their most crucial feature update of the year.

Additional context: HubSpot's Operations Hub has been rebranded and is now known as HubSpot Data Hub. In addition to retaining all of the previous powerful operations hub functionality, Data Hub includes the new Data Studio.

HubSpot Data Studio consolidates external customer data to provide a unified platform for synchronisation, integration, and activation across your technology stack. Users can build datasets from external sources like Google Sheets, Snowflake, and data sync apps, then integrate them into lists, workflows, and reports for efficient, data-driven decision-making.

To learn more: 

Build and activate datasets in Data Studio

Sync data to HubSpot's CRM in Data Studio

Sync data from third-party applications in Data Studio

Clearer index pages help teams interpret data faster.
Hannah Fisher, HubSpot Platform Consultant, BabelQuest

Being able to interpret the data more easily due to the way it is visualised, with the intro of map view, calendar and gantt charts. Easy and quick to implement. If you haven't done so yet, check out the new functionality to visualise index page data in different views!

We are totally on board with Hannah on this, as it's one of our favourite updates. The redesigned CRM Index pages put your data front and centre, so you can focus on what matters most. With new view types like Calendar, Gantt, Report, and more, you can now visualise your data in ways that match your workflow. Whether you're renaming views on the fly, spotting trends with conditional highlights, or diving deep into column-level insights, everything is built to help you see more, click less, and act with confidence.

Please note that, at the time of publishing this post, this feature is currently in public beta. You will need to look for "Flexible CRM Views" in the product update section and then activate the beta for your account. 

Top Tip - activate the new HubSpot theme (which updates the design look and feel of your CRM) in combination with the Flexible CRM Views beta for added visual impact. The new CRM views look even better when combined with the new theme!

Developer features

Developers finally have a proper home inside HubSpot.
Jennifer Nixon, Developer Community Manager, HubSpot

There's finally a home for developers in HubSpot, called Developer Platform, providing a unified framework that brings everything together in one spot.

This one's for the techies in the house interested in building applications as part of the rapidly expanding HubSpot ecosystem.

The HubSpot Developer Platform is a unified foundation that helps you build and launch apps faster, with the tools, experience, and extensibility you need to stand out in the marketplace. With a reimagined developer experience, deeper extensibility, and AI capabilities, you can confidently create intelligent, scalable apps that deliver real value to customers. Designed for long-term growth and innovation, the platform gives you the stability and clarity to future-proof your solutions and grow with the HubSpot ecosystem.

Learn more: developers.hubspot.com
Docs: developers.hubspot.com/docs

Cloning records saves hours for project-based teams.
Amanda Kinbrum, Fresh B2B

As a marketing consultancy working with industrial and technical companies, we often engage with many clients on a project basis rather than through ongoing retainers. This means we frequently create new deals for services like technical copywriting, PR campaigns or content creation.

The “Clone a Deal” feature has streamlined our workflow, making everything much more efficient. Instead of spending time setting up each deal from scratch with similar details, we can clone an existing deal in just seconds. This is especially helpful when working with clients who have complex structures or many stakeholders.

Cloning helps us avoid missing important custom details or forgetting to link the right contacts, which is vital in long sales cycles. Plus, as our business grows, this feature allows us to manage more project-based clients without adding extra administrative work.

The secret is to set up deals with clear custom properties and good naming conventions. Once everything is well-organised, cloning becomes a powerful tool to keep things consistent across similar opportunities.

We have to agree with Amanda here, Cloning is a much-appreciated feature released this year. For ages, we had to rely on 3rd party apps that allowed cloning, and finally, we have this native in the CRM! 

Use names your users recognise by renaming system objects.
Hanna Prami, CRM Consultant, Growth London

It’s now possible to configure how HubSpot’s standard default objects (Contact, Company, Deal, Ticket) are named. For example, the standard object Companies can be renamed to Accounts if that aligns better with the organisation’s terminology. This can make the CRM feel more aligned with your business language, but it's also easy to see how it could get out of hand. So, proceed with caution!

Additional context: 

HubSpot has released a simple but powerful update. You can now rename the default objects in your CRM.

This means no more forcing your team to live with “Deals” when they call them Projects, Jobs, or Opportunities. No more explaining that “Tickets” really means Cases. No more eye rolls when “Companies” should be Accounts.

How it works: Go to Settings → Object Library. Choose the object. Click the pencil. Enter the new name in singular and plural form. HubSpot will update the object name everywhere in your portal.

It also scans related properties with the old name. You can accept, edit, or reject each suggestion before saving.

Learn more: https://knowledge.hubspot.com/object-settings/rename-objects

Ship changes safely with Deploy Sandbox.
Frank Steiner, HubSpot Specialist and CRM Consultant at InboundPro

This is for any Enterprise Hub. It is a much-needed release that allows for proper testing and deployment of new assets (properties, workflows, etc.) from Sandbox to Production.

In the past, whatever was built in the sandbox had to be rebuilt in production. Depending on the complexity of your operational processes, this meant duplicating a lot of work. The new feature solves this with a click of a button (or a few clicks to be precise).

It does require a more structured approach to process/change management, but is a very practical, high-impact feature for mid- & large-sized organisations running HubSpot.

Learn more:

Deploy sandbox changes to production

Assets eligible to be deployed to production

Sales Hub & Revenue Tools

A proper, at-a-glance, Sales Performance view for managers.
Adam Foster, Director, Closed Won

This was a key feature that had been missing for sales managers. Now, with a single page, they can instantly see:

• Team and individual performance against target

• Gap to target

• Pipeline health

• Key metrics like win rate and conversion rates

Every sales manager I’ve spoken to so far has been really positive about this update.

Adam has highlighted HubSpot's new Sales Performance dashboard, which is part of the updated Sales Workspace.

HubSpot's Sales Performance dashboard, integrated into the Sales Workspace, provides a centralised, real-time view of sales team and rep performance, offering insights into pipeline health, rep scorecards, forecasting, and goal tracking. This command centre helps sales managers identify deals at risk, spot coaching opportunities, and make data-driven decisions to improve revenue growth, even for smaller teams lacking dedicated data analysts. You can add, customise, and manage access to these dashboards within your HubSpot account to suit your team's needs.  

Learn more: Review sales activity in the sales workspace

Content Hub & Website features

Plan for AI-driven search with AEO in Content Hub.
Rob Harris, Betta Webs

AEO Strategy

Search is changing fast. Buyers are no longer just relying on Google, they are turning to AI engines like ChatGPT, Gemini, and Perplexity for answers. That shift means traditional SEO on its own will not cut it anymore. At INBOUND, HubSpot introduced the Loop Marketing framework, which is built for this new reality. One of its key stages is Amplify, making sure your brand is visible wherever buyers are looking. That is where AEO (AI Engine Optimisation) becomes critical.

Getting an AEO strategy in place is now a must if you want your brand to stay discoverable and credible. HubSpot’s new AEO Strategy feature makes that much easier by showing how your content is semantically clustered, highlighting topical gaps, tracking how AI engines talk about your brand, and benchmarking your share of voice against competitors. It is still in private beta, but this is the kind of tool that sets you up for the future of search. If you want to stay ahead, this is absolutely worth a look.

Last but not least, Rob Harris has chosen HubSpot's new AEO Strategy feature to highlight. As user adoption of AI and LLM tools continues to go through the roof, Answer Engine Optimisation (AEO) has become increasingly important. What is AEO? It is the practice of optimising content to appear in AI-generated responses from search engines like ChatGPT, Google’s AI Overviews, Claude and Perplexity.

HubSpot AEO Strategy tool offers 3 core features:

1. AI Brand Analysis: Brand Sentiment and Share of Voice Monitoring
2. AI Content Discoverability: Measuring Content Performance in AI Search
3. AEO Content Opportunities: AI-Powered Content Gap Analysis

Learn more: Use AI engine optimisation

Closing Thoughts 🐃

First off, another big thank you to anyone who participated in the above. Muchos gracias amigos. 

Across the submissions, three themes stand out:

• AI is here now: Breeze agents and assistants are ready for real pilots. Don't get left behind.

• Data wins: Data Studio and new reporting features unlock the potential of a single-source-of-truth CRM with end-to-end visibility.

• Governance matters: Admin and dev updates reduce risk and speed delivery.

👉 If you’d like a quick plan for which updates to roll out, Growth London can tailor a short roadmap for your portal. Or feel free to reach out directly to any of the experts above via LinkedIn.

PS. Have we missed anything important from the round-up? Want to add your recommended feature? It's not too late. Steady your horse and complete this form.